Eurolabel: love and hate for labels

The ‘We hate labels’ project promotes inclusiveness and creativity

An important company in the market of self-adhesive, innovative and smart labels and laminate tubes, Eurolabel is celebrating its 60th anniversary in 2024. For the occasion, the company has chosen to take to Packaging Première & PCD 2024 a number of products created as part of the project “People Included”, focused on inclusiveness.

The products are identified by a deliberately provocative logo with the words “we hate labels”. This premium packaging is all about people, and was created with the aid of designers and creative agencies. These innovative packaging solutions are presented in a very engaging way at the trade show, inspired by the “Dialogue in the Dark” experience devised in Milan at the Institute of the Blind, which Eurolabel contacted for feedback on the accessibility of the labels presented at the exhibition. The products and their creative labels are displayed in a room in almost complete darkness, with a voice to guide visitors.

«We approached this experience at the Institute of the Blind as a team-building moment - explained Sara Piras from the marketing department - and we decided to take some inspiration from it. The labels on display are inclusive labels, for premium products. We’re talking about a product segment in which customers are often conservative and uncomfortable with the idea of substantial changes to packaging. Yet the designers involved have been able to incorporate elements into the labels that are not obviously for the blind or the visually impaired, for example, and are in ‘harmony’ with the rest of the label».

Beauty for everyone

In detail, ‘Purgatorio’ is a multi-sensory packaging, with wording in the Atkinson Hyperlegible Font developed by the Braille Institute. The name ‘Purgatorio’ is also written in Braille. The label also has an RFID tag linked to an audio guide that explains the characteristics of the product. ‘Oltre’ is a label designed to increasingly push back the limits of technique and creativity: thanks to the HP Indigo Collage and Mosaic software used, each label is unique; the use of Invisible Ink, and a cap with a UV lamp reveal details not immediately visible to the observer.

Then we have ‘Sea Free’, a label that is a manifesto of inclusion and freedom, recalling the silhouette of vintage bathing suits, with double-sided printing, and ‘Unbounded Affinity’, four minimalist labels for perfumes, with a QR Code and RFID tag, for an all-round sensory experience. With People Included, Eurolabel has shown that it is possible to really make a difference in a market increasingly attentive to diversity & inclusion, without making radical changes to packaging and brand image.